Agency: Ogilvy Mumbai
Context: Across small towns and villages in India, mobile phones are a right for men and a privilege for women.
∼95% of Indian subscribers use prepaid connections1, where there are no contracts, making it easier for customers to churn and harder for brands to build loyalty. Only 43% of women own a mobile phone while 35% of all mobile internet users are women2.
Women make up only 18% of Vodafone's (India's 2nd largest telecom operator) 200MM plus subscribers . Men use phones for work, while women need to justify why they require a phone. Telecom usage amongst young women and married women, who live with their husband's families is controlled to restrict social interaction3.
Indian women have overcome these barriers to acquire mobile phones, to keep up with the times.